Link to commercials: https://adage.com/SuperBowl2022Commercials
Hierarchy of Effect Model Exercise for the Super Bowl
Visit https://adage.com/SuperBowl2022CommercialsLinks to an external site. or other website listing the advertising campaigns for products/services that appeared during the Super Bowl (SB) [up to 3]. Work to identify the level within the Hierarchy of Effects (HOE) Model that you believe each commercial achieved by their advertisement during one of the biggest audiences of the year. HOE lower level domains include exposure, attention, interest, and comprehension. Higher Level domains include acquisition of skills, changes in attitude, short term retention of information, long term retention, decision making, one-time performance of behavior, reinforcement of behavior, and maintenance of behavior indefinitely through complex life changes. So, for each SB commercial that you select, answer the following questions:
Did you enjoy the SB commercial?
Who was the appropriate target market(s)? — requires you to successfully identify target market(s)
What was the communication style?
What was the message conveyed? Was the message conveyed appropriate for target market(s)?
Was the placement of the commercial optimal for reaching target market?
Was there a âWowâ factor? â message is communicated and/or delivered in a novel/innovative fashion
Was there (did it occur) potential for generating positive (negative) âbuzzâ and earned media?
What level within HOE do you believe was achieved with the SB commercial?
Why do you believe the SB commercial achieved that level of the HOE Model?
Please rank questions 1 â 6 on a scale of 1 â 5, with one
(1) indicating missed the mark and five (5) indicating âbullseyeâ.
Product Campaign 1)
Product Campaign 2)
Product Campaign 3)
Now, work to answer the same questions (above) for a public health campaign. If you need to find a public health campaign, search using Google or YouTube.
Public Health Campaign 1)
Link to commercials: https://adage.com/SuperBowl2022Commercials Hierarchy of Eff
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